To maximize reach and lead generation for the campaign, we launched the partnership announcement where the attention was already guaranteed: Twitch. In November, Eligella ranked among the most far-reaching creators globally on the platform, making Twitch the ideal starting point for the collaboration. The announcement was embedded into a live stream and strategically paired with a giveaway mechanic. Eligella introduced the Azar app live on stream and gave away two tickets to the Icon League final, driving high engagement while generating a large number of qualified leads and first-time app interactions.

Beyond the final tickets, we also raffled off Icon League match tickets throughout the campaign. This additional incentive created a stronger and more sustained anchor for lead generation, keeping the giveaway mechanic relevant beyond a single highlight moment and motivating continuous participation and sign-ups. At the core of the campaign were the main assets. We produced three distinct cinematic films, each centered around a different encounter and designed to resonate with three key target groups: football, gaming, and entertainment. All three films were treated as main assets rather than secondary cutdowns, allowing us to address each audience with a tailored narrative. From these hero assets, we created optimized edit versions in 6, 15, and 30 seconds, perfectly aligned with the respective media rollouts and platform requirements.

To maximize impact, the campaign was supported by a strong media budget, enabling the ads to be rolled out cross-medially with high frequency across all relevant platforms. This ensured consistent visibility, rapid message recall, and sustained performance throughout the entire campaign period. To further support performance and scalability, we developed a series of 6-second bumper ads with strong and clear call-to-actions, specifically designed to drive leads and app installs. In addition, we produced behind-the-scenes content from the shoot as well as multiple clips extracted directly from the Twitch stream. The goal was to build a broad pool of high-quality assets that could be leveraged efficiently across paid media — ensuring continuous creative refresh and sustained performance.

While the main assets stood out through humor and authenticity, their primary objective was clear: to drive as many users as possible onto the platform. By combining strong storytelling, creator credibility, and a diversified asset strategy, we ensured both cultural relevance and measurable impact across all channels.